Reading through Bombay Times on September 18, one experienced a pleasant fragrance. The front page in The Times of India led the reader with a slug stating, ‘Fresh news and fresh aer in Bombay Times today. Check it out’. And the front page of Bombay Times said, ‘Godrej aer is here to change the air – the way it spells and the way it smells’.
The fragrance effect was created through a fragrance spray technique at The Times of India Press, while Godrej provided the fragrance mix of the brand essence.
Sunil Kataria, Executive Vice President – Sales and Marketing, Godrej said, “aer is our proud independent foray into the air care category. The product's stylish design and yet functional quality has redefined the concept of innovation at Godrej Group in the air care segment. With aer, we have extended the factor of innovation with some out-of-the-box marketing strategies. So if you were one of the many who experienced a whiff of pleasant fragrance in the morning, while reading your copy of Bombay Times, then you have already got your dose of the freshness that aer has to offer.”
“Such innovations, with a focus on experiential marketing, will also continue on the digital and radio platform in the days ahead helping fresh and quirky aer reach out to millions in a short span of time,” he added.
Speaking about the innovation, Vanita Keswani, COO, Madison Media Sigma said, “There was an obvious fit to awaken the sense of smell for a fragrance brand such as Godrej aer, launching in metros through print. We are hoping that the brand cut-through is high through this innovation.”